The fruit juice market in India has grown at a CAGR of 20% since 2005 and was valued at INR18,949.2m in 2012. Major players like Dabur, Pepsi, and Coca-Cola are investing heavily in the market through new product launches and flavors. The market is segmented between real fruit juices and synthetic drinks, and also based on nutrition content, thirst-quenching, and consumption situations. Brands employ different strategies like product line extensions and targeting various consumer segments. Porter's five forces analysis indicates competitive rivalry between established brands, threat of substitutes, and bargaining power of suppliers and customers in the growing but competitive fruit juice industry in India.

1. FRUIT JUICE ( BEVERAGE )
INDUSTRY- G R O U P 9
- A E G I D I U S S A V I O M O N D O L
- A L O K K U M A R
- A R I F A L I B I S W A S
- C H A N D R A K A N T E Z O N G
- C Y R I L V I C T O R
- P R E T A M L A H A
- R A N J E E T S I N G H

2. CURRENT MARKET SCENARIO
The juices category was valued at INR18,949.2m
($459.2m) in 2012, representing a CAGR of 20% since
2005.
Players like Dabur Foods, Pepsi Foods, Godrej Industries'
Foods Division, Mother Dairy and even the small Ladakh
Foods are betting big money on this market by flooding it
with new fruit beverages. "It's a huge market with its
potential still to be tapped," says Sanjay Sharma, head of
marketing at Dabur Foods.

3.  The juices market was led by fruit drink (0-29%
juice) (representing 72.2% of the total value)
followed by nectar (30%-99% juice) and 100% fruit
juice (from concentrate), with a 23.5% and 3.8%
market share, respectively. Vegetable juice accounts
for the remaining 0.5% share.
 The rising consumption of packaged products
reflects the demand for the organized juice market.

4. GROWTH DRIVERS
There are several reasons behind the growth the
Indian Packaged juices category has realized; some
of these are mentioned below.
 Changing consumer lifestyles
 Increased Health Awareness
 Hygiene matters
 Booming modern retail
 Introduction to new flavors

6. Market Segmentation
 The fruit juice market is segmented between real
fruit juices and synthetic drinks.
The real fruit juices are based upon natural fruit pulp.
The synthetic drinks are synthetic products with fruit
or other flavours.
 Segmentation could also be on the basis of benefit
provided to the consumer
Nutrition Content
Thirst Quenching

7. Another why broad segmentation can be on the type of
situation in which the drink is used
 People who are on the more e.g outdoor
 People who are using it on breakfast table as the part
of their menu.

8. MAJOR PLAYERS in the MARKET
 DABUR INDIA

9.  Réal has been the preferred choice of consumers
when it comes to packaged fruit juices, which is what
makes India's No. 1 Fruit Juice brand. A
validation of this success is that Réal has been
awarded „India’s Most Trusted Brand‟ status for
four years in a row.
 A research conducted by Blackstone Market Facts
even pointed out that Réal was preferred by over
50% of the respondents. What‟s more, Réal was
liked for being the better tasting juice - a category
where likeability is primarily driven by taste.

10.  Real Fruit juice

12.  ACTIV

13.  Burrst

14. PEPSICO | India
 TROPICANA
Tropicana continues to select the best fruit to manufacture high-
quality juices and original products, pioneer innovative processes
and explore new markets for its products. It is committed to
fostering healthy lifestyles by ensuring that its products are
naturally nutritious and provide the daily benefits that one needs.

15.  TROPICANA 100 %

16.  TROPICANA

17.  SLICE
 Slice was launched in India in 1993
 Slice Mangola was introduced in 1994

18.  NIMBOOZ
 India‟s first nationally available packaged Nimbu Pani.
 It was launched in India in 2009.

19.  DUKES
Founded in 1889 by Dinshwaji Pandole, a Parsi gentleman
Bought by PepsiCo in 1994

20. Coca-Cola | India
 Minute – Maid
PULPY ORANGE

21.  NIMBU FRESH

22.  GUAVA

23.  MAZAA
Introduced in 1970s, Maaza has today come to symbolize the very spirit of
mangoes. Universally loved for its taste, color, thickness and wholesome
properties, Maaza is the mango lover's first choice

24. PARLE - AGRO
 FROOTI

25.  APPY Fizz

26.  GRAPPO Fizz

27. PORTER’S FIVE FORCES
ON
FRUIT JUICE
INDUSTRY

28. PORTER’S FIVE FORCES
 The Five Forces were Porter‟s conclusions on the
reasons for differing levels of competition, and
hence profitability, in differing industries. They
are empirically derived, i.e. by observation of real
companies in real markets, rather than the result
of economic analysis.
 Porter‟s Five Forces model is a useful generic
structure for thinking about the nature of
industries. The definition of an industry is as
follows: “The group of firms producing products
that are close substitutes for each other”.
Michael Porter – Competitive Strategy

29. PORTER’S FIVE FORCES
MODEL

30. Competitive Rivalry in the Industry
 The Rs 100 crore packaged fruit juice market is estimated to be growing at
20% to 25% annually, with Tropicana and Real holding 40% market share
each
 The market can be categorized in terms of product content and there are three
major product contents available:
Drinks: juice with pulp less than 40%
Nectars: juice with pulp content between 40-80%
Juices: juice with pulp content more than 80%
 Parle Agro‟s Frooti, a mango drink, was introduced in 1985 and since then has
been a leader in its segment
 Market has suddenly picked up since 1994-95 and a few players have
emerged as market leaders

31. LEADING MANUFACTURERS OF FRUIT
BEVERAGES IN INDIA
COMPANY BRAND FLAVOURS
1. Parle Agro Frooti Mango, Guava,
pineaple, mango
Appy apple
Grappo grapes
2. Pepsico Ltd. Tropicana Orange, apple, grape,
mango, mixed fruit
Slice Mango, orange
3. Dabur Real Grape , guava, orange,
mango, mixed fruit,
litchi
Real Active Orange, apple

32. …continued
4. Coca Cola Maaza mango
5. Godrej Foods Jumpin Orange, apple
 Dabur was set up in 1997 had brands like Hommade, Lemoneez
in its basket. Later, it has two brands of juice in the market Real,
& Real Active
 The Pepsi operations in India are part of the new Asian division
of Pepsico beverages international, Tropicana and Gatorade, the sports
beverage company acquired from Quaker Oates
 Currently, in terms of market share, Tropicana is believed to trail
Behind rival Real(Dabur) but it is not far behind and also has close to
40% market share of the estimated Rs 100 crore branded juice market

33. MAJOR COMPETITORS

34. THREAT OF NEW ENTRANTS
 Dabur launching a new range called Coolers, which includes
traditional recipes like Aam Ka Panna (a green mango drink). It
has also launched a pomegranate juice and a watermelon drink.
A jamun variant will soon follow
 Pepsi Foods is also aiming at customers with more exotic tastes
with an orange-apple combination and a tropical fruit fusion
drink (a mix of mango, guava, pineapple, orange and apple
juices)
 Market is attracting newcomers like Mother Dairy, which
recently launched the Safal brand of juices. Safal is currently
available in orange, mixed fruit, grape and an orange-apple
combination.

35. THREAT OF SUBSTITUTE PRODUCTS
Fruit juice companies have to face a two level competition i.e., on
the first level with the substitutes and then the players within the
industry. The „sip war‟ comprised of the following players with
respect to India
 Soft drinks (both carbonated & non- carbonated)
 Flavoured milk (energy, njoy etc..)
 Mineral water
 Other products (buttermilk, lassi)
 Fresh fruit juices vending from kiosk fountains (produces instant
juices from fresh fruits in the presence of customers)

36. BARGAINING POWER OF CUSTOMERS
 Customers are money conscious where the purchase of fruit
beverages is concern
 Customers are not ready to explore in the market
 Brand loyalty is high in case of kids
 It has the implications for the need for availability of the product
and in the right form (chilled form)
 Young adult and teenagers predominantly consume tetra pack
drinks
 Customers go for convenient and economic products
 Per capita consumption of juices in India is estimated at a fraction
of a litre i.e. 200ml

37. BARGAINING POWER OF SUPPLIERS
 Around 96% of the grapefruit juice concentrate imported in the EU is
sourced from just five markets
 Israel is the most important of them, contributing 50% of a total import
volume
 The US accounts for another 21%, with 8% to 10% sourced from Cuba,
Mexico and South Africa
 Ecuador is known to be the major source of passionfruit purees and
concentrates used in juices, both in the EU and elsewhere in the world
 Almost all single-strength mango purees are sourced from South East
Asia, principally India and Pakistan
 Cranberry juice concentrate is primarily, although not exclusively,
sourced from the US, where around two thirds of the world‟s cranberries
are cultivated
 Peach and guava are sourced from a number of different markets, China,
Turkey and India being prominent suppliers of each, with Malaysia also
believed to be of consequence to the guava trade

38. PRODUCT MIX
 The set of all product lines and items that a particular seller offers
for sale.
 Width:the number of different product lines the company
carries.
 Length:the total number of items the company carries within
its product lines.
 Depth:the number of variants offered of each product in the
line.
 Consistency:how closely related the various product lines are
in end use, production requirements, distribution channels, or
some other way.

39.  PRODUCT LINE EXTENSION
 In the JUICES range Dabur introduced :
 Coolers (Low fruit Content)
 Real ( High fruit pulp Content)
 Real ACTIV (Health Conscious Youth)
 Real Juniors (for the children below 6 years of age)
 Real Schoolpack

40. WHY THESE STRATEGIES?
 Line Extension Strategy was adopted by Dabur because:
 It could attract different target audience
 Could renew Interest and liking for the brand by introducing new
variants
 It could increase its market share
 Diversify without much risk
 Moved from its Core strategy and hence could give customers
something better and different

41. POSITIONING
 Dabur through its diversified brands has tapped various target
segments like the :
 Youth
 Health Conscious People
 School Children
 Mothers
 Existing Old age group

42. Innovators
Late
Majority
Laggards
Early
adopters
Early
Majority
Classification of Adopters

43. Adopters can be classified into five groups based on
the time when they adopt:
INNOVATORS: The first 2.5 per cent to adopt innovation.
EARLY ADOPTERS: The next 13.5 per cent to adopt.
EARLY MAJORITY. The next 34 per cent to adopt.
LATE MAJORITY: The next 34 per cent to adopt.
LAGGARDS: The final 16 per cent to adopt.

44. Branding Strategies

45. Tropicana (PepsiCo.)
 The new Tropicana 100% juice communication,
aims to unlock the juice category in India, by
positioning it as a critical constituent of the
breakfast menu. With the growing lifestyle trend
of „rushed breakfast‟, nutrition often tends to
get compromised. The new campaign introduces
the powerful functional benefit of nine natural
fruit nutrients in the juice.
 Tropicana as a brand is all about nutrition. The
new campaign „Let‟s Make Breakfast 100%‟
reinforces the wonders of a warm, nutritious
and fulfilling breakfast. This serious everyday
issue is tackled in an entertaining and engaging
manner.
 It is all about the goodness of juice, without the
preservatives and artificial flavors.

46. Real (Dabur)
 It is now focusing to highlight the
nutritional aspect of its juices as against the
earlier practice of promoting the brand for
taste.
 Over the years, consumers have
accepted the taste (of Real) and loved
it. And, now they are educating
consumers about the nutrition aspect of
our juices. Hence, we decided to go for
a re-branding.
 As part of the exercise, the company
has changed the logo and also the
packaging of all its Real products.
Besides, it has also signed on actress
Sonali Bendre to promote the brand.

47. Frooti (Parle Agro)
 "A mango drink was an
immediate hit, but the hero of the
story was the pack." Tetra packs
were unknown to the Indian
subcontinent, "Cold drinks were
sold in glass bottles to be
returned after consumption. But
you could carry the tetra pack
with you, it was a new thing to
do" .

48.  The 'Why Grow Up' campaign was launched. A voice for Frooti that was well within its
values and yet so cool and contemporary that people in their heads said, 'Wow! I didn't
look at Frooti like that. The 'Fresh n juicy' line which was a baseline earlier became the
brand philosophy. On the 'Why Grow Up' theme, "It sounded the most promising bet for
the brand because it embodies the spirit of mango. It turns the associations of Frooti with
children and childhood on its head, and to its advantage. The logo of Frooti was given a
contemporary tweak, the packaging was made brighter and cleaner created Mango
Emotions fondly called 'Mangoticons'.
 Next came the 'Mango Surprise' campaign for Frooti in 2010 where surprise pranks were
executed live on people across major metros. Giant mangoes were dropped from trees and
8-foot mangoes rolled down sloping roads on unsuspecting pedestrians. These moments
were captured on hidden cameras and later edited to create the brand's TVC, viral and
branded entertainment content. Over 600 juicy mango pranks were played across 30
centres.

49. Maaza (Coca-Cola)
 Maaza's equity is built its equity on campaigns like
"Taaza mango Maaza mango", "Bina Guthli Aam"
which tried to sell people on the superiority of
Maaza to a plain vanilla mango.
 Aimed at establishing the all season proposition of
the brand, increasing consumption all year long, It is
a well established fact that mango consumption is a
national phenomenon in INDIA.
 Alongside the high-decibel TV campaign, the other
components of the brand campaign include out-of-
home and on-ground initiatives as well as point of
sale activation across key markets. The brand is also
looking to leverage digital in a big way for the first
time. The brand is betting and investing big-time on
the festivals to increase the occasions of
consumption". For instance, recently for the first
time the brand launched a separate campaign for the
southern market around Pongal (in Tamil Nadu,
Andhra Pradesh and Karnataka).

50.  The campaign takes forward last year's 'Har
Mausam Aam' premise to make it 'Har
Mausam Love, Har Mausam Aam' and has the
popular Bollywood stars Imran Khan and
Parineeti Chopra as the new faces for the
brand. Set in winter, the film portrays
Parineeti as a mangocrazy young girl who has
many boys in the neighbourhood crazy about
her. In a modern day 'swayamwar' like
situation, she announces that he who gets
mangoes as” in the off-season will be the
chosen one. Accordingly, while the average
johnnies set off to look for the elusive fruit,
the smart-aleck Imran manages to win her
over by offering her the all-season mango
delight in a bottle as” Maaza. This campaign
marks the first time that the brand has gone in
for two big-ticket celebrities.
 Elaborating on the brand fit of the two faces,
Sridhar adds, "Both Imran and Parineeti are
young achievers with a refreshing new
outlook to the world. They epitomise the
young India — they are go-getters, energetic,
sure of themselves and wanting to make a
difference." The association is also being
looked at as helping strengthen the brand's
appeal amongst the youth.

51. Slice (PepsiCo.)
 Mango has been always been
associated as a highly
indulgent fruit and is known
to be a favourite amongst
mango lovers. Therefore, for
Slice, it was a natural
progression to build its brand
proposition on the plank of
mango pleasure and
indulgence. Supporting the
new face of Slice is there
novel creative idea of
'Aamsutra' .Confident that
the great new taste , cool
packaging and creative
communication will appeal to
mango lovers

52.  Slice never had a proper consistent positioning. While Frooti and Maaza positioned itself on the
Real Mango Flavor platform, Slice was a confused brand. In 2006, the brand took the positioning
of a provider of simple joy platform. The tagline was " Simple Joy ka Raas " . But there also the
brand did not catch the imagination of the consumer.
 The concept of Aamsutra has created a distinct identity for the brand in the category and has been
well received by consumers. The whole concept of the Aamsutra campaign is to bring alive the
sensorial, highly pleasurable experience associated with enjoying this fruit. The Slice campaign is
known for its distinct imagery and this year‟s new campaign themed „Ab Ras Barsega‟, celebrates
the joy and abundance of mangoes in the form of „Ras Ki Holi‟. The campaign has a totally new
Indian look and feel and takes the Slice experience of mango indulgence to another level. In terms
of a differentiated positioning, we intend to own the platform of pure mango pleasure. We are
confident that this new campaign will create further consumer connect, thus driving consumption.
 The creative thought behind the new communication was to enhance the Slice experience into
dimensions of pleasure, sensuality and indulgence. These are very relevant yet untapped codes of
this category. Most players are appropriating the basic attribute of the fruit, whereas the
differentiation lies in pushing mango pleasure to the next level. And that is exactly what
'Aamsutra'will do.
 Slice also roped in the Bollywood Diva Katrina Kaif as the brand ambassador. The brand launched
its first Aamsutra campaign during the summer of 2008

53. INTEGRATED MARKETING
COMMUNICATION

54. DABUR REAL
India no. 1 fruit juice
Brand Ambassador:- Bipasa Basu
'India's Most Trusted Brand' status for 8
years in a row

55. Real Juices, from the Dabur Group
has unveiled its new six-layer
packaging design and campaign.
Focussing on the nutrients aspect of
packaged juices, the brand has also
roped in Sonali Bendre-Behl for the
campaign

56. Real also announced its tie-
up with the latest superhero
movie, Man of Steel, as
part of which the Real
200ml packs will feature a
promotion where
consumers can SMS and
stand to win Man of Steel
goodies
Along with the traditional mediums of television, print, OOH,
among others, the brand has also tied up with three DTH
operators for this campaign. During the campaign, every time a
viewer switches on the DTH service, he is greeted with the
advertisement (TVC on Tata Sky and static banner for eight
seconds on Dish TV and Airtel).

57. Mazza
A COCA COLA PRODUCT
BRAND AMBASSADOR:-
IMRAN KHAN & PARINEETI
CHOPRA
Maaza bets on Mangoes' all season
love with 'Har Mausam Aam'
campaign

58. In 2009, the company
launched an intergrated
communication design to
position Maaza as the
best and the only way to
quench thirst for the
mango lovers with its
tagline- “Maaza Lao,
Aam Ki Pyaas Bujhao”

59. In 2012, Maaza launches
the New- “Har Mausam
Aam” campaign. This
campaign aims to provide
the mango lovers across the
country to satiate their
desire for mangoes
throughout the year

60. 2013 – The new Maaza Ad
positions the brand around
„romance‟. Maaza takes the idea
of “Har Mausam Aam” forward
and adds a delightful twist of
„love‟ starring popular
Bollywood stars- Imran Khan
and Parineeti Chopra in their
TV commercial. The campaign
titled „Switty‟

61. PARLE
FROOTI
BRAND AMBASSDOR:-
SHAHRUKH KHAN

62. Parle launches Frooti Foundation
The Frooti Foundation donates a
carton of mangoes to an orphanage
The company has signed up with
Radio One for 'Aam baatne se bat
tha hai
The new campaign for Frooti, which
continues the brand‟s positioning of
„Why Grow up?‟

63. TROPICANA
After a successful series of TVCs on the theme – „Now Breakfast Shall Win‟,
Tropicana is launching „Tropicana Breakfast Club‟ on leading social
networking platforms like Facebook and Twitter. The recently launched
campaign metaphorically depicts everyday battles between breakfast and the
interruptions that lead to a rushed morning - to establish Tropicana 100%‟s
relevance in this situation

65. India Resort in Alibag to be
rebranded as U Tropicana
Alibag and to be managed
by Absolute Hotel Services
India

66. SLICE
BRAND AMBASSDOR:-
KATRINA KAIF
Slice continues with Aamsutra
brand proposition for new
campaign

67. Slice launches in Mumbai to bring
Pure Mango Pleasure to India's
Mango Capital
Slice offers opportunity to date
Katrina Kaif this summer
Slice builds on indulgence with
Pure Pleasure Holidays

68.  Dabur came out with the first 100% fruit juice with its
brand Réal Activ range of fruit and vegetable juices with
no added sugar & preservatives.
 Dabur came out with the first fruit fibre beverage – Réal
Activ Fiber+.
 Dabur launched Real Junior has been launched in two
flavours - mango and apple, enriched with calcium, in
125 ml packs for children below six years.
 Dabur added the 'exotic fruit nectar variant in its list

70.  PepsiCo launches a First ever in the industry- NEW
Tropicana Coconut fruit blends
 PepsiCo launches new Tropicana Fruit powders with real
fruit juice & no added preservatives, artificial flavours or
artificial colours

71. PACKAGING
 Parle Agro launched frooty in a pack of rs 5 for 110ml
 Real Activ Drinking Yoghurt is packed using advanced six layers
Tetrapak technology that keeps it fresh for six months without
any preservatives.

72. Thank you!!

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